Great article. While it seems like such a basic marketing concept that “The Only Thing That Matters is What Consumers (i.e. the market) Feel is Important Enough to Pay for” it is often overlooked while marketers are trying to convert the customer to think within their corporate mindset. Thanks for a good reminder to put ourselves in our customer’s ‘shoes.’

We look forward to your participation in our upcoming ASK THE EXPERTS Webinar program on February 9th.

We now could lower our prices to become more competitive or increase our profits. Does the average buyer care that this is a green practice? A few do but the vast majority do not. Do they care that they can purchase their home or remodeling project for a lower price? ABSOLUTELY.

What I think your missing Charlie is we, the housing industry, dictating to consumers what is and isn’t green doesn’t work. It only works when we first identify what our consumers define is green and more importantly, what they see value in. If energy efficiency is at the top of the list, I suggest beginning the conversation with energy efficiency followed by additional questions as it relates to sustainability and indoor air quality.

Thanks for your comments and Merry Christmas!

I understand the common sence approach in selling Green “cater your message to the buyer’s wants.”

I am a bit concerned when we (the professionals) take a least-common-denominator approach. By definition, as professionals, we have more information. We (hopefully) understand the full context of Green Building – that it is not a “means to an end” rather; through following a Green methodology, we can drive better outcomes (a sustainable industry, economy and society). Energy efficiency is one of those positive outcomes, but in my view, we are short-sighting the real (less tangible) benefits of Green Building by a narrow focus on Energy Bills. It is a great WIIFM for the buyer, but what about a longer-term WIIFM for our INDUSTRY and our SOCIETY. It should be about long-term sustainability and we should sell that too.

I think you have accurately captured the will of the buyer today – I just don’t want us to forget Green Building is about a hell of a lot more than Engergy Star appliances.

Thanks Rick

You’ve figured it out! Your free design ideas are your “hook” to engage your guests/prospects. As part of a multi-step marketing process you are giving them something first. Your green/energy components are all part of the logical justification for someone to choose you.

Great job and thanks for sharing your experiences!

I am a Certified Green Builder and an Energy Star partner. I find that most people look at that as just part of being a builder. They do not understand what it all means. You have to explain what savings you receive if you build an energy efficient home and how it all works. Explain how drywall and insulation behind the tub on an exterior wall will save energy in years to come.

I would agree, that most people do not care if you are a green builder or not. I find that if I give away my design ideas, most of the time I will get the job. I use a CAD program called Softplan and it works. I give away 3D elevation, change the design, flip the floor plan and move walls.

It is the design and a free estimate they want.

My website will give you a free estimate for building and they can look at floor plans in my library of homes. I can watch people going to the library of homes on my website and see them stay for hours. They even come back for more ideas.